Police investigate damage to stadium signs at Newcastle reserve game

Newcastle fans have protested against the changing of the stadium name from St James's Park to the Sports Direct at Sports Direct Arena. Photograph: Stu Forster/Getty Images

Police are investigating reports supporters tore down advertising hoardings containing Newcastle's re-branded stadium name, the Sports Direct at the Sports Direct Arena, during a reserve team match between Newcastle United and Sunderland. Northumbria Police are examining allegations of criminal damage during a match between at St James' Park.

A tweet on Sunderland's official Twitter feed read: "Newcastle fans are tearing down the Sports Direct signs around the ground and throwing them onto the pitch."

The referee halted play and the players took a drinks break as officials restored order, before play resumed.

The incident happened during a match played in front of a crowd of nearly 3,000. A spokesman for Northumbria Police said it was "made aware of damage to signage within the Newcastle United stadium in Newcastle.

"The damage followed the Newcastle versus Sunderland reserve game at the stadium. Police are making inquiries to ascertain who caused the damage."

Newcastle fans are likely to further infuriated an admission from the club's managing director, Derek Llambias, that he and the owner, Mike Ashley, still call the club's ground St James' Park.

The club decided to re-name the 52,000 capacity stadium – Sports Direct is owned by Ashley – in a bid to attract a commercial sponsor. However, Llambias has revealed neither he nor the owner use the new name, telling The Times: "Naming rights is such a passionate thing, but it's not about being disrespectful or taking away the tradition or history of the club, it's about trying to get another Yohan Cabaye out there on the pitch.

"Do you think me and Mike call it the Sports Direct Arena? We call it St James' Park, because it is St James' Park. But, to optimise our commercial side, we needed to get that in there. Other clubs do it.

"Mike is a Chelsea supporter. Everyone thinks he is a Tottenham supporter, by the way, and that upsets him. But if Stamford Bridge was changing names, he'd have a view. It will always be Stamford Bridge.

"The same goes for St James'. But we have to do our best for the club and for the people who turn up to see the games."

The revelation comes a day after the Magpies announced an operating loss of £3.9m, which represents a massive improvement on the previous two years and a significant step towards the break-even point.